Nice Wine: Elevating FMCG packaging into a high fashion editorial campaign.

The Commercial Challenge
Nice approached Novus Nine to entirely reimagine how canned wine is perceived in the market. They did not want standard, lifestyle FMCG imagery. Their commercial goal was to position their canned wine and new multipacks as a premium, aspirational accessory for the summer season. The brief required us to pivot away from traditional food and beverage aesthetics and execute a bold, fashion forward editorial campaign that would disrupt social feeds and elevate their brand positioning.

Our Strategic Approach
We transformed their initial vision into a comprehensive visual strategy. Stepping away from soft lifestyle lighting, we embraced the stark, high contrast aesthetics of high end fashion lookbooks. We developed a meticulous moodboard, utilising direct flash photography and bold, minimalist styling to elevate the product. Every element was highly curated. From the precise colour palette to the bespoke accessories and model casting, we engineered a set that treated a can of wine with the same reverence as a luxury fashion item.

The Deliverables
Comprehensive visual campaign for cans and new multipacks
Full creative direction and set styling
End to end studio production and logistics
Model sourcing and talent coordination
A suite of premium, campaign ready assets optimised for digital and print media

The Production Reality
Executing a fashion editorial requires absolute precision. Operating from a central London studio, our team collaborated seamlessly with the Nice marketing department. Dom drove the creative energy on set, pushing the boundaries of traditional product photography, while Sam ensured the ambitious shot list was executed flawlessly and on schedule. The environment was dynamic, highly collaborative, and entirely focused on capturing the perfect frame. We even managed to capture additional, unscheduled content formats to maximise the client ROI for the day.

The Commercial Outcome
Nice received a comprehensive suite of striking, disruptive photography that looks entirely different from any competitor on the shelf. The imagery has become a foundational element of their summer visual identity and is currently driving engagement across their digital, social, and retail channels. The campaign successfully bridged the gap between accessible FMCG products and premium lifestyle branding.

Client Verdict
"Working with Novus Nine was seamless from start to finish. From the very first call to receiving the final images, everything ran smoothly. The team brought brilliant creative ideas to the table and absolutely nailed the vision. Dom brought such energy and initiative on shoot day, even helping us capture more content than we originally planned. The final imagery exceeded expectations. Everyone is really happy with the results, and we cannot wait to work with Sam and Dom again. They are the dream team."
Lucy Busk, Nice